According to a 2015 study conducted by Microsoft, smartphone use could be responsible for lowering our attention spans from twelve seconds to eight seconds since 2000. That’s one second less than a goldfish.

Even infamous selfie-taker Kim Kardashian has pledged to use her phone less this year. Perhaps that’s why we’re paying attention now.

But smartphone abuse isn’t a new plague, and brands have already been tapping into our clouded desire to disconnect, unplug and turn off.

Here’s a look at who’s calling for customers to break free from their smartphone addiction to enjoy life, and maybe their products, too.